Andrew Bosworth, Vice President of Ads and Business Platform, said: “As we offer people more powerful controls, we’ll also begin showing ads on Facebook desktop for people who currently use ad blocking software.”

Facebook have made changes to user settings that they say will negate the need for individuals to use an ad blocker, because the social platform will no longer have “bad” ads.

Bosworth said: “We’ve all experienced a lot of bad ads: ads that obscure content we’re trying to read, ads that slow down loads times or ads that try to sell us things we have no interest in buying.”

aol

But their new and improved “ad preference settings” means that users are able to filter certain types of adverts that they have no interest in.

ADVERTISEMENT

For example, if you no longer want to see funny cat videos, you will be able to filter out “cats”.

These preferences will also stop users seeing adverts from business and organisations who have added them to their customer lists.

“We’ve designed our ad formats, ad performance and controls to address the underlying reasons people have turned to ad blocking software,” reassured Bosworth.

Facebook claims they will not do as many websites do and pay the ad blocking companies to unblock ads, rather they will “give back control” to users in the new settings.

Mark Zuckerberg’s company aren’t’ the first to take on ad blockers, with Channel 4, Forbes, Bloomberg and The Washington Post all doing so.